Borderlands 2 Launch Campaign

Borderlands 2 promotion campaign

What is the target audience for this campaign?

The target audience of the launch campaign were young gaming adults and mere adult’s them-self. They aimed at this segment because most adults who are finished work don’t want to be stressed out from call of duty or battlefield. So a game like borderlands 2 which was really a stress free game meant adults could come home, cook dinner and then mess around in a fantasy world at their own accord.

Find a minimum of 3 promotional media images (eg. TV/Cinema/Web ad/Social media)

  (2K, 2012)

The YouTube video for borderlands 2 release was blasted all over YouTube. It was shown to everyone that uses YouTube which back in 2012 was mainly teenagers and young adults. This meant worldwide Borderlands 2 was already known to everyone and brought in more people in even if they didn't play the first game. 2K originally started their campaign with a simple game that went viral with a simple video that showed a kid freaking out in front of his TV (Vimeco, 2012). This was a good style of promotion because digital content was on the rise and when one thing was released it was heard about quickly if it was worth the talk. Since the game itself had a high reputation it didn't take long till it was everywhere on the internet. Though it was bad as well because uploading a quick video that explained what people were already aware of and just repeating itself from the first game.

(Jason, 2012)

In America billboards are the must use way to promote anything that businesses want people to know about. So as Borderlands 2 release date and some little information was shown on the side of a building meaning loads of people every day are seeing the advertising for the new game. This worked because Borderlands 2 become the best sold 2K game yet. (GameRant, 2014) Where the billboard was placed affected the knowledge of the game. This was because the area around the billboard was well populated and was also quite busy was citizens. This was an amazing way to promote the game since it was in a high populated area and in a high place so it was almost hard to miss. Anyone driving or working will have seen this outside the window, but when something this big is posted everywhere, or different promotions using the same tacit can make people get used to it and not actually look at them meaning it isn't getting across to some potential customers

(2K, Borderlands 2 Pre-order bonus, 2012)

Social media was a great way to promote anything big even when you just show a simple image, like above, which made everyone re-aware of the release coming soon. This worked because reminding people of game and also introduced pre-order bonuses that encouraged people to buy the game early. Also back in 2012 nearly everyone was on social media, whether it was Facebook, Twitter or YouTube. This meant anyone that had an interest in something that connected to Borderlands 2 would have been told about the game. Also word spreads fast on social media, so even a simple game would be announced to the world, whether it is already known or not, Flappy bird for example. This was a huge success for 2K and for Borderlands. The total pre-orders reach a staggering 1.25 Million orders world wide and 800,000 was in the US. This clearly shows a huge deal that this game had and all of the campaigns released on it increasing the demand of the game. (2K, Borderlands 2 Pre-order amount, 2012)

Bibliography

2K. (2012, February 22). Borderlands 2 - Doomsday Trailer. Retrieved March 20, 2014, from Youtube: https://www.youtube.com/watch?v=kKVf5feSMEg

2K. (2012). Borderlands 2 Pre-order bonus. Retrieved March 20, 2014, from controllernation: http://controllernation.com/bargain-bin/borderlands-2-pre-order-bonus/
2K, (2012), Borderlands 2 Pre-order amount. Retrieved January 27, 2015, from Facebook:
            https://www.facebook.com/VGChartz/posts/10151242672023653

GameRant. (2014, February 15). Retrieved March 20, 2014, from GameRant: http://gamerant.com/borderlands-2-sales-record-valentines-dlc/

Jason. (2012, September 14). Gaint Borderlands 2 video game. Retrieved March 20, 2014, from Dailybillboardblog: http://www.dailybillboardblog.com/2012/09/giant-borderlands-2-video-game.html
Vimeco.(2012). Borderlands 2 on Vimeco. Retrieved March 20, 2014, from Vimeco: http://vimeo.com/53933861